How To Market Your Nonprofit

How to market your nonprofit

 

 

 

 

 

In today’s world, it’s a lot easier for nonprofits to market themselves. Not only do we have the Internet, but there are certain strategies and programs nonprofits can use that can be advantageous for their organization in the digital space.

Be active on social media. Social media is great for nonprofits because not only do most people have a profile on a social media platform, but they are also free to post content. Aim to post your content every day so it has a greater chance of appearing in your followers’ feeds. You don’t have to have an account on every social network. Consider who your target audience is and where they spend their time scrolling feeds.

Add The ‘Donate Now’ Button To Your Facebook Page + Ads. If there’s one social media platform every nonprofit should be on, it’s Facebook. Facebook draws in users in just about every age bracket. You can put a ‘Donate Now’ button on your nonprofit’s Facebook page and on the ads you design for Facebook. Through Facebook, you can create ads targeted to users based on their location, demographic, and profile. After the ads are created, you can set a budget for each click or thousand impressions you will receive.

Apply for Google Ad Grants. Google Ad Grants is the nonprofit version of AdWords. It is a program by Google that offers $10,000 of free online advertisement each month to nonprofits. The ads can be created to attract donations, recruit volunteers, and share the nonprofit’s story. To apply (https://www.google.com/grants/), you need a Google account and a TechSoup account.

Create Content That Tells Your Story. Above all, create content that sells your organization’s ‘why’. Always prioritize your ‘why’ over your ‘what’. Your ‘what’ being the services your nonprofit offers and the ‘why’ being the explanation as to why your organization does the work it does. This content will inspire people and will set you apart from other organizations that may offer the same services you do. Some ways you could tell your story are through blog posts, podcast episodes, and a video series.

Sperling Interactive works with a number of nonprofits, and right now we are offering a new service to help nonprofits make the most of their Google Ad Grants campaigns. Call us at (978) 304-1730 or email us at lisa@sperlinginteractive.com to learn more.

Why You Should Use Bing Ads

Bing Ads

 

 

 

 

 

When most people think of search engine marketing, the first thought that generally pops to their head is Google. Google is the most used search engine, but if you’re a business owner or a marketer you shouldn’t forget about the second most used search engine, Bing. In 2017, Bing Ads grew to 19.7% of the US search market share whereas Google’s paid search clicks went down by 11%. Besides the fact it’s growing, Bing Ads also has some features Google Adwords does not. Here are five reasons why you should use Bing Ads if you’re not doing so already.

You can import your campaign from Google Adwords to Bing Ads. Bing has a feature called Bing Ads Editor that can enable you to add your campaigns on Google Adwords to Bing Ads. All you really need is your Adword login information and account number. What a timesaver!

You can run campaigns on Yahoo and Microsoft display networks. Through Bing Ads, you can show up on the third most used search engine, Yahoo, which has 300 million users, and through Microsoft Advertising, you can reach audiences on XBox Live and MSN’s television networks.  

There’s less competition on Bing Ads and it’s generally cheaper than Google Adwords. If there are a lot of companies that offer the same services as yours, Bing Ads might be the route to take since there’s less competition. Less competition means you’ll also be saving your business money. The average Bing Ad cost per lead (CPL) is 6% cheaper than Google Adwords.

You can set different campaigns for different time zones. With Bing Ads you can quickly adjust a setting for a particular group without having to create a brand new campaign to change the ad, a feature Google Adwords doesn’t have.

Bing users make and spend more. One third of Bing users have a household income of $100,000 then or more and they tend to spend 6% more than people who utilize other search engines. If your ideal client or customer is a Bing user, then you can’t ignore Bing Ads.

Through search engine marketing, you can reach new customers who are searching for your products and services. At Sperling Interactive, we  can run campaigns for you on Google Adwords and Bing Ads. Call us at (978) 304-1730 to learn how we can transform the way people find you online. 

Advertising Mistakes To Avoid


 

 

 

 


Are you about to create an advertising campaign for your business? Whether you choose to advertise online, offline, or through both, there is a general rule of thumb when to comes to advertising as a whole. Here are the biggest mistakes to avoid.

Putting yourself in the ad. Owning a business is hard and every business owner has the right to feel proud of what they’ve accomplished, but if you’re a business owner, don’t include yourself in your advertisement and marketing collaterals. Not to sound harsh, but people don’t care about the sacrifices you’ve made to get your business to where it is today. They care about the quality of your products and/or services. Save your business story for press releases and articles.

Not determining a target audience. Every ad should have a target audience in mind. Do not advertise yourself to everyone, even if your business can serve just about anyone. Advertising to everyone is just going to waste your time and money and will not result in new clients.

Advertising in the wrong places.  This one ties in with having a target audience. By identifying who your target audience is, you’re able to find out where, when, and how to advertise to them. Look at the places online and offline your target audience spends their time and advertise there. Make sure you always ask potential clients how they heard of you so that you can know what marketing strategies are working for you.

Using only one medium. As with content marketing, you should repurpose your advertisement, too. Repurposing your advertisement is when you use a variety of media to advertise your business.

Running only one ad.  Don’t rely on one ad exploding your business. People today are constantly bombarded by advertising. We see approximately 5,000 ads/branding messages per day, which is one every 11.52 seconds. Fortunately, you can control your ads frequency with many ad platforms online such as Facebook Ads and LinkedIn ads.  

Not including copy. Pictures may be worth a thousand words, but you can’t neglect ad copy in your ads. Copy gives people context and additional information. By not having copy, your audience could misconstrue what it is you’re trying to say. Because without copy, your ad is up to interpretation.

At Sperling Interactive, we can help you create efficient print and digital ads for your business or nonprofit.

How To Tell You Have A Bad SEO Strategy

SEO Audit.

 

 

 

 

 

 

If you do your business’ SEO work, you’ll probably know by now that it’s complicated because it constantly changes. With that, it can be hard to tell if what you’re doing is helping or harming you. Today we’re covering four tell-tale signs you’re making bad SEO efforts for your business.

You’re not using specific keywords. You may think you know the keywords that apply to your business, but if you are putting in too general of keywords into your content, you’re not going to be found by the people hoping to discover your business. Get specific as possible with who you service and what you offer. Opt for long-tail keywords, which are longer, more specific keyword phrases. Long tail keywords get lower traffic, but will usually have a higher conversion rate as they are more specific. Long tail keywords should be utilized by companies that offer specialized products or services.

You’re applying black hat techniques instead of white hat techniques. Blackhat SEO techniques are techniques that focus on search engines instead of human interest. They include keyword stuffing, spammed blog posts, link farming (the creation of websites just to increase the popularity of a link), hidden content, and duplicate content. Blackhat techniques go against search engine guidelines and should not be practised. Instead, businesses should utilize white hat techniques, which obey search engine guideline and center on human interest. White hat techniques includes back linking, link building, using relevant keywords, and writing content for humans. White hat techniques will also provide users with the best user experience possible.

You’re not utilizing social media. If you haven’t created social media profiles for your business yet, then you need to hop on that now. Everybody is on it today and it can help improve your SEO because when people share your content it backlinks to your site. Additionally, more and more people are using social media to help them find services. Facebook, Twitter, LinkedIn, and Instagram are the most popular social media accounts, but don’t forget to post content to your Google + account as there are numerous opportunities to reach your audience there too.

You expect instant results. To get good SEO results, you need to be patient and evaluate your efforts. Compare your efforts to organic trends every now and then, research what competitors are doing, and analyze your data in Google Analytics and Google Search Console. Above all else, realize SEO  takes time and if you put in the work you will see improvement soon.  

Product Photography Tips

Product photography

 

 

 

 

 


If you’re a B2C business, investing in product photography is an absolute must. We live in a digital and  visual world, so most people tend to see products through photographs first. With that said, the success of your B2C business can ultimately come down to your photos. To help you out, here are our five biggest tips for snapping great product photography.

Have a vision in mind. It’s always important to have a vision of the final product in mind. Doing so will help you figure out the steps you’re going to need to take to get you the photograph you desire.

Look at Instagram and magazine ads for inspiration. These two are two of the biggest outlets currently for consumer-based businesses to advertise their products. Through them you can find out the trendiest ways to promote your product, what color schemes work and are popular, and what your competitors are doing.

Take photos from various angles. Don’t be afraid to experiment and get creative during a photoshoot. Sometimes the winning photo isn’t the one you thought it would be.

Include seasonal props. Seasonal props are fun way to get your consumer in the mood to buy your product. For fall you may want to add autumnal leaves, or lights during the holiday season.

Use lights. This one goes without saying. You want people to be able to see every detail of your product. Even if you’re shooting your product outside, bring lights as the sun can cause shadows.  

Think about your aperture setting. An aperture is the opening that allows light to come in and is expressed through the f-stops. In photography, f-stop numbers are counter-intuitive. The lower the f-stop number, the larger the opening will be and the more light can pass through. The higher the f-stop number, the smaller the opening is and the less light is able to pass through your camera. A low number aperture means the photograph will focus on one thing and blur the rest of the image. A photograph taken through a high f-stop number is clear and crisp throughout.